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When “Positive Posting” Attracts Voters: User Engagement and Emotions in the 2017 UK Election Campaign on Facebook

机译：当“积极发布”吸引选民时：2017年英国选举活动的用户参与和情感在Facebook上

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摘要

Social media are widely held to have played an important role in the 2017 UK general elections. But it is not altogether clear how exactly they contributed to the communication battle between Labour and the Conservatives. This article analyses the posts and comments on the official Facebook pages of the Labour Party and the Conservative Party and their respective leaders, Jeremy Corbyn and Theresa May. We look at the relationship between topics, emotions, and user engagement. Labour clearly outperformed the Tories, with Corbyn’s personal page having 10 times the interactions of May’s. We retrieve part of the reason for this success in the “positive posting” strategy adopted by Labour and the way it helped to attract user engagement. While the Conservative Party focused on negative issues such as Brexit, terrorism, and national security, Labour focused on positive issues, such as the promise of higher social spending and appeals to the grassroots, generating far higher levels of engagement. Overall, positive topic tended to fare better than more negative and controversial issues, such as security and Brexit. Our findings thus suggest the need for a more balanced understanding of the relationship between content, emotions, and user engagement on social media, moving beyond simplistic views of social media politics as necessarily biased in favor of aggressive and negative campaigning.
机译：社交媒体被广泛举行，在2017年英国大选中发挥了重要作用。但它并不明确他们究竟为劳动和保守派之间的沟通战斗做出贡献。本文分析了对劳工官方官方Facebook页面和保守党及其各自领导人，Jeremy Corbyn和Theresa的职位和评论。我们看看主题，情绪和用户参与之间的关系。劳动力明显超越了作品，有10倍可能的互动的个人页面。我们在“积极发布”战略中取得了成功的一部分原因，并通过其帮助吸引用户参与的方式。虽然保守党专注于诸如Brexit，恐怖主义和国家安全等负面问题，但劳动力集中在积极问题，例如高等社会支出和对基层上诉的承诺，产生远远​​越来越高的参与度。总体而言，积极主题倾向于更好地比更负面和有争议的问题更好，例如安全和布雷克利特。我们的调查结果表明，需要更加平衡地了解内容，情感和用户在社交媒体之间的关系之间的关系，超越社交媒体政治的简单看法，如一定偏见，支持侵略性和负面的活动。

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